Methods and systems for evaluating the display of electronic content to individuals in geographic zone having inner boundary

ABSTRACT

Systems and methods are disclosed for electronic distribution of electronic content. The method includes retrieving data indicating transmission of electronic content to a plurality of electronic devices within a geographical zone extending between an inner boundary extending around a target location and an outer boundary extending around the target location; receiving data indicating presence of one of the plurality of electronic devices in a target geographical zone, the target geographical zone being located within the inner boundary; determining a time difference between transmission of the electronic content to the one of the plurality of electronic devices and the one of the plurality of electronic devices&#39; presence in the target geographical zone; and determining an electronic device conversion occurred when the time difference is less than a threshold period of time associated with the electronic content.

TECHNICAL FIELD

Various embodiments of the present disclosure relate generally toproviding electronic content based on geographical mapping information.More specifically, exemplary embodiments of the present disclosurerelate to systems and methods for providing targeted electronic contentto individuals in a geographic region having an inner boundary andevaluating the targeted electronic content.

BACKGROUND

Recently, the use of electronic maps has become widespread through theuse of in-vehicle or portable global positioning system (“GPS”) devices,mobile devices, and other electronic devices. These electronic mapsoften convey information about roads, traffic, buildings, landmarks,terrain, etc., related to geographical regions of interest. Someelectronic maps may be interactive, allowing users, for example, to viewtheir current location on a map of a particular area and the surroundingareas. Many providers of electronic mapping services allow users toinput origin and destination locations and provide various routingdirections to and from those locations. The routing directions may begenerated based on one or more of travel time, travel distance, traffic,construction, rout preference (e.g., tolls, highways, etc.), andtime-of-day. Electronic map providers may determine and update routinginformation based on a user's location using GPS or other locationdetecting means transmitted via a signal emitted by a user's electronicdevice. Based on this location information, the electronic maps mayprovide users with real-time information, such as live trafficinformation and dynamic routing adjustments.

Electronic content providers, such as advertisers and contentpublishers, also have been using various methods to send electroniccontent to users. Such conventional methods include sending emailmessages, presenting banner ads on websites, sending text messages,presenting pop-up ads, placing ads in online search results, etc. Thesecontent providers have found that users are more likely to view and acton content (e.g., redeem a coupon, click on an ad, etc.) if the contentis relevant or otherwise tailored to them. Therefore, increasingly,content providers have been seeking and using content targeting methodsbased on various attributes of a user. For example, content providerstarget users based on a user's web browsing history, etc.

Some online content providers, such as advertisers and contentpublishers, have been sending targeted content to users' electronicdevices based on the physical location of the user by, e.g., analyzingthe IP address and other user information (e.g., search history,cookies, etc.) transmitted or retrievable from a user's electronicdevice, sometimes in the context of an electronic mapping application.For example, many online advertisers and publishers deliver electroniccontent (such as ads and multimedia) to users' devices based on IPaddress-based inferences of each user's general location, e.g., whichcity or country they are predicted to be in. However, such methods arecoarse, in that they do not target content based on information moregranular than the general area or region where the user is located. Suchmethods are also susceptible to location misdirection based on usertools such as virtual environments or desktops, and IP address detectionblocking. As a result, other methods for geographically targeted ads andcontent have been developed based on more granular levels of targeting.For example, businesses may “push” ads and/or content to users' deviceswhen the user enters and connects to a Wi-Fi and/or Bluetooth networkoperated by the business. However, such methods are quite limited by therelatively short reach of the wireless network employed. Such methodsare unable to reach a sufficiently large local audience that is within adesired area for making a decision to patronize the business.

Other online content providers target users within a predeterminedgeographic zone so that users within the zone receive the targetedcontent. For example, some online content providers detect the presenceof an electronic device user within a certain radius of a targetlocation, or encourage users to inform the content provider of theirpresence by “checking-in,” and then send the user an ad or otherelectronic content. These radius or other geographic based methods ofproviding electronic content may be arbitrary and may not account forvariations (e.g., the presence of the advertised goods, services,point-of-interest (“POI”), or target location) within differentgeographic regions. This may result in the electronic content beingprovided to too few or to too many users.

Specifically, these predetermined geographic zones, commonly referred toas geo-fences or geofences, are digital, virtual boundaries having apredetermined size. Electronic content providers, such as nationaladvertisers, often approach geographic targeting by constructing thesame size radius geofence around each of their properties (e.g., a2-mile radius around every store). While this is simple for theadvertiser, it can sometimes involve delivery of electronic content,e.g., advertising, to individuals that have either: (i) already decidedto, or already started, patronizing the advertised venue or service, or(ii) are close enough to the advertised venue or service to be withinvisible sight of the advertised venue or service, and therefore withinits region of influence. For example, existing geofences might result inadvertising a restaurant promotion to an individual who is alreadymoments away from, or currently at, the restaurant advertising thepromotion. Likewise, existing geofences might result in advertising apromotion to an individual who is within eyesight of the restaurantadvertising the promotion, and therefore unlikely to benefit fromfurther advertising of the promotion.

Accordingly, a need exists for methods and systems of providing improveddynamic targeting of electronic content based on other factors, forexample, a geographic zone having an inner boundary and an outerboundary.

SUMMARY

According to certain embodiments, systems and methods are disclosed fordetecting a conversion of electronic content. One method may includeretrieving data indicating transmission of electronic content to aplurality of electronic devices within a geographical zone extendingbetween an inner boundary extending around a target location and anouter boundary extending around the target location. The method furthercomprises receiving data indicating presence of one of the plurality ofelectronic devices in a target geographical zone, the targetgeographical zone being located within the inner boundary. Additionally,the method comprises determining a time difference between transmissionof the electronic content to the one of the plurality of electronicdevices and a presence of the one of the plurality of electronic devicesin the target geographical zone, and determining that an electronicdevice conversion occurred when the time difference is less than athreshold period of time associated with the electronic content.

According to certain embodiments, systems are disclosed for detecting aconversion of electronic content. One system includes a data storagedevice storing instructions and a processor configured to execute theinstructions to perform a method. The method may include retrieving dataindicating transmission of electronic content to a plurality ofelectronic devices within a geographical zone extending between an innerboundary extending around a target location and an outer boundaryextending around the target location. The method further comprisesreceiving data indicating presence of one of the plurality of electronicdevices in a target geographical zone, the target geographical zonebeing located within the inner boundary. Additionally, the methodcomprises determining a time difference between transmission of theelectronic content to the one of the plurality of electronic devices andthe one of the plurality of electronic devices' presence in the targetgeographical zone, and determining an electronic device conversionoccurred when the time difference is less than a threshold period oftime associated with the electronic content.

According to certain embodiments, a non-transitory computer-readablemedium storing instructions is disclosed. The instructions when executedby a computer system cause the computer system to perform a methodincluding retrieving data indicating transmission of electronic contentto a plurality of electronic devices within a geographical zoneextending between an inner boundary extending around a target locationand an outer boundary extending around the target location. The methodfurther comprises receiving data indicating presence of one of theplurality of electronic devices in a target geographical zone, thetarget geographical zone being located within the inner boundary.Additionally, the method comprises determining a time difference betweentransmission of the electronic content to the one of the plurality ofelectronic devices and the one of the plurality of electronic devices'presence in the target geographical zone, and determining an electronicdevice conversion occurred when the time difference is less than athreshold period of time associated with the electronic content.

It is to be understood that both the foregoing general description andthe following detailed description are exemplary and explanatory onlyand are not restrictive of the disclosed embodiments, as claimed.

BRIEF DESCRIPTION OF THE DRAWINGS

The accompanying drawings, which are incorporated in and constitute apart of this specification, illustrate various exemplary embodiments andtogether with the description, serve to explain the principles of thedisclosed embodiments.

FIG. 1A is an illustration of an electronic map overlaid by a geofenceor geographic zone having an outer boundary and an inner boundary,according to an exemplary embodiment of the present disclosure;

FIG. 1B is an illustration of an electronic map overlaid by a geofenceor geographic zone and containing a target geographical zone, accordingto an exemplary embodiment of the present disclosure;

FIG. 2 is an illustration of an electronic map overlaid by another typeof geofence or geographic zone having an outer boundary and an innerboundary, according to an exemplary embodiment of the presentdisclosure;

FIG. 3 is an illustration of an electronic map overlaid by another typeof geofence or geographic zone having an outer boundary and an innerboundary, according to an exemplary embodiment of the presentdisclosure;

FIG. 4 is a block diagram of a communications environment and systemsconfigured to generate and display electronic content to individuals ina geographic zone having at least an inner boundary, according to anexemplary embodiment of the present disclosure;

FIG. 5A is a flow diagram of methods for presenting electronic contentto individuals in a geographic zone having at least an inner boundary,according to exemplary embodiments of the present disclosure;

FIG. 5B is a flow diagram of methods for detecting an electronic contentconversion, according to exemplary embodiments of the presentdisclosure; and

FIG. 6 is a simplified functional block diagram of a computer configuredas a content, geofence generating, and/or mapping server, for example,for presenting electronic content to individuals in a geographic zonehaving at least an inner boundary, according to exemplary embodiments ofthe present disclosure.

DESCRIPTION OF THE EMBODIMENTS

Reference will now be made in detail to the exemplary embodiments of thedisclosure, examples of which are illustrated in the accompanyingdrawings. Wherever possible, the same reference numbers will be usedthroughout the drawings to refer to the same or like parts.

The present disclosure describes methods and systems for detecting thelocation of an electronic device to determine the geographic location ofa user, and presenting the user with electronic content based on thedetermined location. Specifically, the present disclosure describesmethods and systems for presenting electronic content to a user basedon, e.g., the user's geographic location relative to a predefinedgeographic zone, such as a geofence, associated with a geographiclocation, business, POI, or any other location. In some embodiments,methods and systems are disclosed for presenting electronic content to auser based on the user's geographic location (e.g., detected via theuser's device location) relative to a retail location (e.g., a “brickand mortar”), a road location (e.g., a highway exit or roadintersection), a public venue (e.g. a stadium or theater), a commercialbuilding, or any another point of interest.

As described above, one method for targeting mobile content and/oradvertising is through the use of a simple geofence, typically a fixedradius around a given point. Although fast and simple, this method canundesirably include individuals already in the store, in the parkinglot, or within eyesight of the store. However, these individuals mightnot desire additional advertising incentives, such as coupons, to bemotivated to patronize the store. As a result, according to certainembodiments, systems and methods are described for creating geofencesthat include nearby individuals who are prospective customers butexclude individuals who are already, or are likely soon to be,customers. Accordingly, systems and methods are described for creatinggeofences having, not only an outer perimeter (within which individualsare targeted for content delivery), but also an inner boundary aroundthe target POI (e.g., store), within which individuals are excluded fromtargeted content delivery.

In one embodiment, methods and systems are disclosed for presentingelectronic content to a user also based on the user's ability to travelto a particular physical location related to the electronic contentwithin some predetermined travel time and/or distance. For purposes ofillustration, if a user's device is detected within an outer perimeteror geofence extending over all of the road lanes from which the user canreach the target location within some upper predetermined travel time ordistance, then the user may be presented with electronic content relatedto the target location. However, if the user's device is detected withinan inner boundary or geofence extending over all the road lanes fromwhich the user can reach the target location within some lowerpredetermined travel time or distance, then the user may be excludedfrom delivery of the targeted electronic content. As will be describedin more detail below, either or both of the inner and outer boundariesmay be defined by such driving time and/or distance parameters, andeither or both of the inner and outer boundaries may be defined by asimple radius, as desired.

In still further embodiments, methods and systems are disclosed fordynamically adjusting a geofence based on date, time, event, feedback(e.g. assessment that too many or too few users are viewing, converting,and/or activating, etc.), and/or user interaction with content deliveredto users. For purposes of illustration, a content provider may send arequest to a content server identifying a desired value of 250 new usersper hour between 8:00 AM and 6:30 PM in a target geographic region. Thecontent server or any other server in communication with the contentserver may determine the size and density of the number of individualswithin the outer perimeter or geofence, but outside of the innerboundary or geofence, at different times during the day and adjust thesize or other geometry of each of the outer perimeter and innerboundary, so that the content is presented to the desired number ofindividuals per hour throughout the requested time range.

In further embodiments, a system may be configured to detect anelectronic content conversion, such as by determining that atransmission of an advertisement within the geofence to a user's deviceled to the presence of the user's device at the target location. In someembodiments, the presence of the user's device may be determined byeither using a beacon at the target location or by using anotherhyper-local presence detection means corresponding to the targetlocation.

FIG. 1A is an illustration of an electronic map 100 including agenerally annular geofence 200 in the vicinity of an exemplary targetlocation 102. As used herein, the term “geo-fence” or “geofence” mayinclude a virtual geographic zone having one or more perimeters and anarea within the perimeter(s). The geofence may or may not be visible toa user viewing an electronic map, but for illustrative purposes, FIG. 1depicts a geofence 200 superimposed over the electronic map 100. Thetarget location 102 may be defined by any type or combination of GPScoordinates, address, road intersection, building, business, POI, venue,public space, or any other location of interest. The geofence 200 mayhave any predefined radius and may be positioned at, or at any suitabledistance from, the target location 102. In one embodiment, the geofence200 may be centered around the target location 102. In anotherembodiment, the geofence 200 may be centered at an intersection selectednear the target location 102. In yet another embodiment, the geofence200 may be centered at any other point or related point within somepredetermined distance from the target location 102.

According to aspects of the present disclosure, the geofence 200 mayinclude both an outer boundary 202 and an inner boundary 302. In oneembodiment, the outer boundary 202 may define an inclusion area and theinner boundary 302 may define an exclusion area, such that the geofence200 is bounded, at an outer perimeter, by outer boundary 202, but alsoaround the target location 102 by inner boundary 302. In other words,the geofence 200 may include the area extending from inner boundary 302to outer boundary 202, but may exclude the area inside inner boundary302. While FIG. 1A depicts the outer and inner boundaries 202, 302 asbeing substantially circular, and depicts the geofence 200 as beingsubstantially annular, it should be appreciated that the outer and innerboundaries 202, 302 and the geofence 200 may each have any shape, suchas a square, a rectangle, polygon, an irregular shape, etc., whetherdefined by one or more parameters, by a content provider or advertiser,by geographical boundaries, and/or by any other inputs.

As will be discussed in detail below, the geofence 200 may be generatedaccording to parameters provided by one or more advertisers orelectronic content providers and used to target users within the areadefined by the geofence with relevant electronic content. In oneembodiment, the geofence may be generated according to instructionsreceived from an owner, operator, or other affiliate of the targetlocation 102. Alternatively or additionally, the geofence may begenerated according to parameters defined by an advertising network,mapping service, and/or geofencing service provider. The geofence 200may include any area between the outer and inner boundaries 202, 302,including one or more portions of various routes on the electronic map100, such as highways having one or more exits and exit ramps, roads,such as local roads, intersections, or any other navigational orgeographic points of interest.

In one embodiment, the geometry or properties (e.g., radius andlocation) of the geofence 200 may be predetermined by the owner,operator, or other affiliate of the target location 102. The geofence200 may be used by the owner, operator, or other affiliate of one ormore locations, such as target location 102, to present users within thegeofence 200 with electronic content related to the target location 102.For example, an owner of a restaurant at location 102 may use geofence200 to identify users within a certain radius or threshold distance(e.g., a geodesic distance) from the restaurant and send electroniccontent to users traveling within the geofence 200 (e.g., within outerboundary 202 but not within inner boundary 302) via one or more servers.For purposes of illustration, the restaurant owner or operator maytransmit electronic coupons and/or advertisements to users travelingwithin the restaurant's geofence, to entice those nearby users to visitthe restaurant. As shown in FIG. 1A, geofence 200 may include, and causethe transmission of relevant content to, any user traveling within thegeofence 200, e.g., within outer boundary 202 but not within innerboundary 302. As a result, according to certain embodiments, content maybe delivered to users who are within some desired distance or time ofthe target location 102 (e.g., within outer boundary 202), but who arenot so close as to be beyond the need, desire, or effectiveness forfurther advertising or promotion regarding the target location 102(e.g., within inner boundary 302, and perhaps even at or within thetarget location 102).

Thus, with reference to the geofence of FIG. 1A, electronic advertisingor content would not be delivered to mobile device 105A since it is notlocated within the outer boundary 202 defining the inclusion area.However, electronic advertising or content would be delivered to mobiledevice 105B since it is located within the outer boundary 202 definingthe inclusion area, but not located within the inner boundary 302defining the exclusion area. Finally, electronic advertising or contentwould not be delivered to a mobile device within the inner boundary 302,such as within target location 102, since it would be inside theexclusion area defined by inner boundary 302.

The target location 102 may be defined by any type or combination of GPScoordinates, address, road intersection, building, business, POI, venue,public space, or any other location of interest. Although shown as acircle in FIG. 1, each geofence 200 and/or outer/inner boundary 202, 302may have any suitable size, configuration, and/or shape and may bepositioned at, or any suitable distance from, the target location 102.In one embodiment, each geofence 200 and/or outer/inner boundary 202,302 may be centered around the target location 102, such as a citycenter, but may be positioned around any location, and be of any scale(e.g. building, block, neighborhood, campus, county, state, etc.) Inanother embodiment, each geofence 200 and/or outer/inner boundary 202,302 may be centered at a location selected near the target location 102such as an associated intersection, highway, POI, etc. In yet anotherembodiment, the geofence 200 and/or outer/inner boundary 202, 302 may becentered at any other point or related point within some predetermineddistance from the target location 102. As will be discussed in detailbelow, each geofence 200 and/or outer/inner boundary 202, 302 may begenerated according to parameters provided by one or more advertisers orelectronic content providers and used to target users within the areadefined by each geofence 200 with relevant electronic content. In oneembodiment, each geofence 200 may be generated according to instructionsreceived from an owner, operator, or other affiliate of the targetlocation 102. Alternatively or additionally, the geofence may begenerated according to parameters defined by an advertising network,mapping service, and/or geofencing service provider.

FIG. 1B depicts an electronic map 100 having a boundary 103 surroundingtarget location 102, within inner boundary 302. Boundary 103 may definea target geographical zone, for example, a region in which the detectionof a presence of a device is deemed to be equivalent to presence at thetarget location. A target geographical zone is explained in furtherdetail below with respect to method 550.

FIG. 2 depicts an electronic map 100 having a geofence defined by anouter boundary 204 (e.g., defining an inclusion area) and an innerboundary 304 (e.g., defining an exclusion area). In this example, innerboundary 304 may extend some predetermined radius from target location102, whereas outer boundary 204 (shown covering the shaded roads) maycover a plurality of roads or other lanes of traffic or transportationroutes including points from which an individual is within apredetermined threshold of travel time and/or distance from the targetlocation 102. For example, outer boundary 204 may cover any portions ofroads or other transportation routes where individuals at those portionsare within, e.g., 10 minutes from target location 102 or 5 miles fromtarget location 102. Of course, the predetermined travel times and/ordistances may be set to any amount, no matter how low (e.g. withinseconds of feet from target location 102) or high (e.g., within hours ormiles from target location 102). In the example of FIG. 2, electroniccontent and/or advertising may be delivered to individuals determined tobe inside the inclusion area (e.g., within outer boundary 204 andtherefore within some predetermined travel time and/or distance), butoutside of the exclusion area defined by inner boundary 304 (e.g., nocloser than some predetermined radius from target location 102).

FIG. 3 depicts an electronic map 100 having a geofence defined by anouter boundary 206 (e.g., defining an inclusion area) and an innerboundary 306 (e.g., defining an exclusion area). In this example, outerboundary 206 may extend some predetermined radius from target location102, whereas inner boundary 306 (shown covering the shaded roads) maycover a plurality of roads or other lanes of traffic or transportationroutes including points from which an individual is within apredetermined threshold of travel time and/or distance from the targetlocation 102. For example, inner boundary 306 may cover any portions ofroads or other transportation routes where individuals at those portionsare within, e.g., 5 minutes from target location 102 or 1 mile fromtarget location 102. Of course, the predetermined travel times and/ordistances may be set to any amount, no matter how low (e.g. withinseconds of feet from target location 102) or high (e.g., within hours ormiles from target location 102). In the example of FIG. 3, electroniccontent and/or advertising may be delivered to individuals determined tobe inside the inclusion area (e.g., within outer boundary 206 andtherefore within some radius from target location 102), but outside ofthe exclusion area defined by inner boundary 306 (e.g., no closer thansome predetermined travel time and/or distance).

Of course, it should be appreciated from the description of FIGS. 1-3that any of the inner boundaries and outer boundaries may be of anytype, configuration, and/or shape. For example, both the inner and outerboundaries may be defined by radii or other lengths or shapes relativeto target location 102. Alternatively, both the inner and outerboundaries may be defined by travel times and/or distances relative totarget location 102. Alternatively, the inner boundary may be defined bya radius or distance from target location 102, whereas the outerboundary may be defined by a travel time and/or distance relative totarget location 102. Alternatively, the inner boundary may be defined bya travel time and/or distance relative to target location 102, whereasthe outer boundary may be defined by a radius or distance from targetlocation 102.

FIG. 4 is an illustration of an exemplary environment 400 in whichcontent may be presented to a user's mobile electronic device 410 havingGPS and/or a mapping software application. The mobile electronic device410 may be any device connected to, or capable of connecting to anetwork 405, such as the Internet. Examples of such mobile electronicdevices 410 may include mobile phones 415, in-car or portable GPSdevices 420 and 430, computers 425 (e.g., laptops and tablets), smartwatches, etc. The mobile electronic devices 410 may send and receiveinformation via the network 405 and/or one or more satellites 455. Themobile electronic devices 410 also may communicate with a system ofservers 435 via the network 405. The system of servers 435 may includeone or more servers, such as content server(s) 440, geofence generatingserver(s) 445, and/or mapping server(s) 450 in communication with eachother. In addition, the system may include one or more content providers460 in communication with the server system 435. Examples of contentproviders may include advertisers, news agencies, government agencies,publishers, etc.

The content server 440 may include a database of parameters receivedfrom one or more content providers 460 for sending content to userswithin a geofence, such as any of the geofence types described withreference to FIGS. 1-3, or the like. Such parameters may includeparameters related to the geofence, demographic characteristics ofusers, and/or any other suitable parameters, or combination ofparameters. Examples of parameters related to the geofence may include atravel distance and/or time from the target location, travel direction,travel speed, type of route (e.g., highway, tollway, road, local road,etc.). Examples of parameters related to the demographic information ofa user may include vehicle type, average speed of the user, past onlinesearch history, driving habits, etc. Examples of other contentparameters the content server 440 may receive from one or more contentproviders 460 may include weather conditions, date, day, time, etc., anyof which may be used to control whether and how to transmit electroniccontent and/or advertising to user devices identified within one or moregeofences. For example, for purposes of illustration, a fast food chainmay wish to deliver promotional coupons to individuals who are within 5miles of each of their stores, but not to users who are already in orright next to their stores. The fast food chain might add parametersregarding the time of day for delivery, demographic profiles of targetedindividuals, and so on. As another example, a golf course might wish todeliver a promotion to any individuals within 25 miles of the course,but not to individuals who are already on the course, or within a mileof the course. Again, the golf course may add additional parameters,such as to only display the promotion during certain days of the week,or during certain weather patterns, or to certain demographics ofindividuals. As another example, in the days or weeks precedingIndependence Day, a fireworks store in one state might wish to send anonline ad and/or coupon to users traveling on a highway within 10minutes travel time to the closest highway exit to the fireworks storein a direction towards another state where there is a higher state taxor prohibition on fireworks. Of course, it should be appreciated thatany type of business or entity might target geofences to any combinationof roads or intersections or locations, at any desired day or time, totarget any desired segment of the population, with any relevantelectronic content and/or ads. The parameters received by the contentserver 440 may be processed by the content provider 460 and saved in adatabase, which may be accessed by the one or more geofence generatingservers 445.

The geofence generating server(s) 445 may generate one or more virtualelectronic geofences based on the parameters received by the contentserver 440 and may retrieve relevant mapping information from themapping server 450 in order to accurately generate the geofence inaccordance with the parameters received from the content provider 460.According to various embodiments, the geofence generating server(s) 445may generate, maintain, and implement any number of geofences,simultaneously, for any number of roads and/or intersections,businesses, promotions, etc. Each geofence, inner boundary, and/or outerboundary maintained by the geofence generating server(s) 445 may haveany desired shape, such as the shapes depicted in FIGS. 1-3, the shapeof an annular donut (e.g., a “geodonut”), the shape of portions of oneor more road or highway lanes, the shape of an intersection, the shapeof a plurality of road/intersection portions, a polygon (or pluralitythereof), a rectangle (or plurality thereof), etc. In one embodiment,the geofence generating server(s) 445 may generate the one or moregeofences based on inputs received from content server(s) 440, mappingserver(s) 450, content provider(s) 460, or any other publishers,advertisers, etc. The geofence generating server(s) 445 may, incombination with the mapping server(s) 450, monitor the location of onemore users' devices relative to perimeter/area information associatedwith each geofence (e.g., relative to both the inner and outerboundaries) to generate and maintain an updated list of the devices thatenter and remain within each geofence (e.g., that are within the outerboundary but not within the inner boundary).

The mapping server 450 may store and process information regarding roadgeometry, road intersections, routing graphs, traffic patterns, roadclosures, event information, average traffic speed, etc. In addition,the system may be in communication with the electronic devices 410 viathe network 405 and/or satellite(s) 455 to receive location, travel, andany other user information that may be used to generate geofences andidentify devices within each geofence in accordance with the contentparameters. For illustrative purposes only, the server system 435 isshown in FIG. 4 to include servers 440, 445, and 450 in a unitarystructure, however, it should be understood that any or all of theservers 440, 445, and 450 may be external to each other and owned and/oroperated by different entities, as long as electronic communication mayoccur within one or more of the servers 440, 445, and 450. Any ofservers 440, 445, and 450 may operate in conjunction with each other,and/or perform the functions of each other.

FIG. 5A is a flow diagram of a method 500 for presenting online contentto a user. The method 500 may include a step 502 of receiving, from acontent provider 460, an identification of one or more parameters fordisplaying electronic content and/or advertisements to users. Thecontent provider 460 may be an advertiser or other content publisher asdiscussed above. The parameters may be any suitable parameters such as,e.g., an identification of a physical location, a time threshold, and/ordistance threshold, and any other additional parameters, such as userdemographics, time-of-day parameters, promotions, inner/outer boundarypreferences, etc. The location parameters may include a physicallocation (e.g., street address, highway exit, map coordinates, etc.) anda predefined threshold distance, and/or travel time to the physicallocation. The physical location may be the physical location of anentity or business related to the electronic content and/or advertisingor another location close to the entity relation to the online content(e.g., the closest highway exit to the entity, the closest majorintersection to the entity, etc.)

The threshold parameter, used for either the inner and/or outerboundaries, may be any suitable value, e.g., about 1 to 5 miles oftravel distance, about 3 to 10 minutes travel time (by driving, walking,etc.), and so on. The user demographic information may include the typeof vehicle, age, gender, interests, income, category, number oftravelers with the user, etc. For example, a restaurant may wish toadvertise its lunch buffet to users within 3 miles of the restaurant'sphysical address or 3 miles from the closest highway exit to therestaurant, but not to users inside or within x-feet of the restaurant,and may wish to target advertisements to users driving in large capacityvehicles (e.g., buses, vans, etc.,) and therefore provide theseparameters to the content server(s) 440.

A geofence may be generated at step 504 by a geofence generating server445 or any other suitable entity. The dimensions and properties (e.g.,shape, geometry, number) of the geofence may be based on the parameterselectronically received at step 502. For example, as described abovewith respect to FIG. 2, the geofence may be generated for a particulartarget location 102 so as to cover an area extending between an innerboundary (which itself surrounds the target location 102) and an outerboundary (which may entirely or partially surround the target location102 and/or the inner boundary). Alternatively, as described above withrespect to FIGS. 2 and 3, the geofence may be generated so as to coversome or all of the road portions within some predetermined travel timeand/or travel distance from a particular target location or entity,either as an inclusion area or exclusion area. A geofence may begenerated at step 504 by a geofence generating server 445 or any othersuitable entity. The dimensions and properties (e.g., shape, geometry,number) of the geofence(s) may be based on the parameters electronicallyreceived at step 502 by the content server 440. In addition, thegeofence generating server 445 also may be in communication with themapping server 455 to retrieve mapping information such as geographicborders (e.g. city, county, state, etc.), natural borders (e.g.mountains, rivers, lakes, etc.) for use in generating the geofence. Thegeofence generating server 445 may also electronically receive data fromother servers for use in generating the geofence based on any otherparameters identified in the request at step 502.

At step 506, one or more of the servers 435 may generate or receive anindication that a user's electronic device has entered a physical spacedefined by the geofence. For example, the geofence generating server 445and/or mapping server(s) 450 may determine the location of a user'smobile electronic device 410, via the network 405 and/or satellite(s)455, relative to a stored perimeter and/or area associated with each ofa plurality of known geofences. According to aspects of the presentdisclosure, the determination may be made: first, as to whether theuser's device 410 is located within an outer boundary of the geofence(e.g., within the inclusion area), and second, as to whether the user'sdevice 410 is located within an inner boundary of the geofence (e.g.,not within the exclusion area). According to certain aspects of thepresent disclosure, the method may be configured to proceed upondetermining that the user's electronic device 410 is indeed locatedwithin the inclusion area defined by the outer boundary of the geofence,but not located within the exclusion area defined by the inner boundaryof the geofence. The user's electronic device 410 may be detected byaccessing GPS data or any other suitable method (e.g., Wi-Fitriangulation, etc.) of detecting the location of the electronic device410 within the geofence parameters. The indication may be an electronicrequest sent by the geofence generating server 445 to the content servervia the network. The indication may include any additional informationabout the user received via the user's electronic device 410, such asprevious map searches, demographic information, etc. In addition, theindication may be generated and sent by the user device's operatingsystem.

At step 508, the content server 440 may send electronic content and/oradvertisements provided by the content provider 460 via the network 405to the user's electronic device 410 based on the parameters identifiedby the content provider 460 at step 502. As described above, theelectronic content and/or advertisements may include, by way of example,electronic coupons, electronic promotions, recommendations,product/service rankings, sponsored content, opinion content,advertisements, any of which may be embodied in any type or combinationof text, graphics, animation, video, one- or two-dimensional barcodes,unique identifiers, electronic messages (e-mail, SMS, etc.), mobileapplication notification, etc. As described above, the electroniccontent and/or advertising may be related to the products, services, orother business of the owner, operator, or affiliate of the targetlocation associated with the respective geofence. For example, when auser's device enters the physical space defined by a geofence requestedor sponsored by a department store (e.g., in the inclusion area but notthe exclusion area), the user may be presented with an advertisement orpromotion for the user to purchase goods from the department store. Whena user's device enters a portion of a highway or road (preceding an exitor intersection) covered by a geofence requested or sponsored by a gasstation, restaurant, or hotel, the user may be presented with anadvertisement or promotion for the user to purchase goods or servicesassociated with the gas station, restaurant, or hotel, respectively.

At step 508, the content server 440 may automatically send electroniccontent and/or advertisements provided by the advertiser/contentprovider 465 via the network 305 to the user's electronic device 110based on the parameters identified by the advertiser/content provider465 at step 502. As described above, the electronic content and/oradvertisements may include, by way of example, coupons, promotions,recommendations, product/service rankings, sponsored content, opinioncontent, advertisements, any of which may be embodied in any type orcombination of text, graphics, animation, video, one- or two-dimensionalbarcodes, unique identifiers, and/or electronic messages (e-mail, SMS,etc.), mobile application notification, etc. As described above, theelectronic content and/or advertising may be related to the products,services, or other business of the owner, operator, or affiliate of thetarget location associated with the respective geofence. For example,when a user's device 110 enters the physical space defined by a geofencerequested or sponsored by a department store (e.g., in the inclusionarea but not the exclusion area), the user may be presented with anadvertisement or promotion for the user to purchase goods from thedepartment store.

FIG. 5B is a flow diagram of a method 550 for detecting an electroniccontent conversion, For example, method 550 may aid in determiningwhether transmission of an advertisement as electronic content by method500 leads users to visiting the target locations.

The method 550 may include a step 552 of retrieving data indicatingtransmission of electronic content to one or more electronic deviceswithin a geographical zone extending between an inner boundary extendingaround a target location and an outer boundary extending around thetarget location. For example, whenever electronic content is transmittedto an electronic device, information related to the transmission may bestored in one or more databases (not illustrated) in servers 435. Thestored information may include but is not limited to, identity ofdevices to which particular content is transmitted, time of transmissionto these particular devices, information related to additionalcharacteristics of devices or users associated with the devices to whichelectronic content is transmitted, and preferred time thresholds for aconversion of an advertisement. For example, if the device appears in aregion associated with the target after receiving an advertisement itmay be considered to be an indication that a user carrying the devicehas arrived in the region associated with the target in response toreceiving the transmitted electronic content.

In step 554, method 550 may include receiving data indicating presenceof an electronic device in a target geographical zone. Specifically, oneor more of the servers 435 may receive an indication that a user'selectronic device has entered a target geographical zone. The targetgeographical zone may be defined by parameters indicating that thedevice is close to the target, at the target, or within the vicinity ofthe target. In some embodiments, the target geographical zone is locatedwithin the inner boundary of the region in which the electronic contentis transmitted.

Accordingly, one or more servers 435 may receive data indicating thatthe user device is within the target geographical zone based on using ahyper-local geofence and/or by using beacon detection. For example, thedata may indicate the presence of a device is within a region based on ageofence around the target, serving as the target geographical zone,which may be defined by application of similar concepts as method 500.Accordingly, geofence generating server 445 and/or mapping server(s) 450may determine the location of a user's mobile electronic device 410, viathe network 405 and/or satellite(s) 455, relative to a stored perimeterand/or area associated with each of a plurality of known geofencesaffiliated with target locations. The user's electronic device 410 maybe detected by accessing GPS data or any other suitable method (e.g.,Wi-Fi triangulation, etc.) of detecting the relatively precise locationof the electronic device 410 within the geofence parameters, such astarget geographical zone 103. The indication may include any additionalinformation about the user received via the user's electronic device410, such as previous map searches, demographic information, etc. Inaddition, the indication may be generated and sent by the operatingsystem of the user's device.

In an alternative embodiment, the target geographical zone may bedefined by using beacon detection, which, for example, may define aregion in which a user's device may connect to another device associatedwith a target. For example, a Wi-Fi router may be associated with atarget location. Therefore, any area from which a device may connect tothe Wi-Fi router may be defined as the target geographical zone. Thevarious types of connections that may define a target geographical zonemay include Wi-Fi, near field communications (NFC), and Bluetooth. Inadditional embodiments, Bluetooth Low Energy (BLE) beacons may beutilized. For example, devices, such a mobile phone, using a locationdetermination protocol may define the target geographical zones.

In step 556, method 550 may include determining a time differencebetween transmission of the electronic content to the electronic deviceand a presence of the electronic device in the target geographical zone.For example, the data retrieved from a database (not illustrated) inservers 435 may indicate the time that a particular advertisement wastransmitted as electronic content to a particular device at a particulartime. Server 435 may also determine or receive information/indicationrelated to the presence of a user device in the target geographical zoneincluding the time that a device's presence is first detected.Information related to a user device is not limited to the device'sinitial detection, but may include continuous tracking of the devicewithin the target geographical zone, including physical movement,spending behavior, etc. For example, a database (not illustrated) inservers 435 may contain information regarding the time that anadvertisement was transmitted to user device 105B between inner boundary302 and outer boundary 302. That information may be used along with thetime that user device was first detected to be presented in targetgeographical zone 103 to determine the time difference.

In step 558, method 550 may include determining that an electronicdevice conversion occurred when the time difference is less than athreshold period of time associated with the electronic content.Specifically, the time difference between the transmission of electroniccontent to a particular device and the detection of that particulardevice in the target geographical zone is compared to a threshold periodof time associated with the electronic content. In some embodiments, thethreshold period of time may be a user selection. Alternatively, it maybe a function of various factors such as traffic patterns, trafficdetection, and timings. For example, advertisements transmitted atdifferent times may have different threshold periods of time for thesame electronic content. For, example it may be determined that duringrush hour traffic on a highway from 3-5 p.m., it may take a user up toan hour to reach the target location after receiving the advertisement.In that scenario, the threshold period of time may be an hour, while atother times with an expected normal traffic flow, the threshold periodof time may be lower. Similarly, on particular days, such as weekends orholidays, the threshold period of time may vary. Accordingly, in someembodiments, the threshold period of time may be dependent on variousfactors such as transmission of advertisements. In other embodiments,the threshold period of time may be a function of various algorithms.For example, there may be live monitoring of traffic, a function ofunique thresholds for different regions within the geofence wheretransmission occurs. As a more specific example of the threshold timebeing a function of unique thresholds for different regions within thegeofence where transmission occurs, a coffee shop may advertise to userslocated within a particular geofence that includes roads and a grocerystore. It is likely that user devices that receive the transmissionwhile at the grocery store will continue to shop and then proceed to thecoffee shop based on seeing the advertisement. However, someone on theroad may proceed comparatively more quickly to the coffee shop inresponse to receiving an advertisement.

FIG. 6 provides a functional block diagram illustration of computerhardware platforms consistent with any of the devices and serversdescribed herein. FIG. 6 illustrates a network or host computer platform600, as may typically be used to implement a server. It is believed thatthose skilled in the art are familiar with the structure, programming,and general operation of such computer equipment and as a result, thedrawings should be self-explanatory.

A platform for a server or the like 600, for example, may include a datacommunication interface for packet data communication 660. The platformmay also include a central processing unit (CPU) 620, in the form of oneor more processors, for executing program instructions. The platformtypically includes an internal communication bus 610, program storage,and data storage for various data files to be processed and/orcommunicated by the platform such as ROM 630 and RAM 640, although theserver 600 often receives programming and data via networkcommunications 670. The hardware elements, operating systems, andprogramming languages of such equipment are conventional in nature, andit is presumed that those skilled in the art are adequately familiartherewith. The server 600 also may include input and output ports 650 toconnect with input and output devices such as keyboards, mice,touchscreens, monitors, displays, etc. Of course, the various serverfunctions may be implemented in a distributed fashion on a number ofsimilar platforms, to distribute the processing load. Alternatively, theservers may be implemented by appropriate programming of one computerhardware platform.

Program aspects of the technology may be thought of as “products” or“articles of manufacture” typically in the form of executable codeand/or associated data that is carried on or embodied in a type ofmachine-readable medium. “Storage” type media include any or all of thetangible memory of the computers, processors or the like, or associatedmodules thereof, such as various semiconductor memories, tape drives,disk drives and the like, which may provide non-transitory storage atany time for the software programming. All or portions of the softwaremay at times be communicated through the Internet or various othertelecommunication networks. Such communications, for example, may enableloading of the software from one computer or processor into another, forexample, from a management server or host computer of the mobilecommunication network into the computer platform of a server and/or froma server to the electronic device. Thus, another type of media that maybear the software elements includes optical, electrical andelectromagnetic waves, such as used across physical interfaces betweenlocal devices, through wired and optical landline networks and overvarious air-links. The physical elements that carry such waves, such aswired or wireless links, optical links, or the like, also may beconsidered as media bearing the software. As used herein, unlessrestricted to non-transitory, tangible “storage” media, terms such ascomputer or machine “readable medium” refer to any medium thatparticipates in providing instructions to a processor for execution.

The many features and advantages of the disclosure are apparent from thedetailed specification, and thus, it is intended by the appended claimsto cover all such features and advantages of the disclosure which fallwithin the true spirit and scope of the disclosure. Further, sincenumerous modifications and variations will readily occur to thoseskilled in the art, it is not desired to limit the disclosure to theexact construction and operation illustrated and described, andaccordingly, all suitable modifications and equivalents may be resortedto, falling within the scope of the disclosure.

1-20. (canceled)
 21. A computer-implemented method for executing anelectronic distribution of electronic content to user devices, themethod comprising: determining a target geographical zone fordistribution of electronic content, the target geographical zonecorresponding to a travel lane of a roadway or highway within ageographical zone extending between an inner boundary extending around atarget location and an outer boundary extending around a targetlocation; determining a time difference between a time of transmissionof the electronic content to the electronic device and a time ofpresence of the electronic device in the target geographical zone; anddetermining that a conversion occurred when the time difference is lessthan an estimated travel time from a location of the electronic deviceat the time of transmission of the electronic content to the targetgeographical zone.
 22. The method of claim 21, wherein the targetgeographical zone is associated with the target location.
 23. The methodof claim 22, wherein receiving data indicating the time of presence ofthe electronic device in the travel lane of the roadway or highwaycomprising the target geographical zone comprises receiving dataindicating a time of presence of the electronic device within a geofencedefining the target geographical zone.
 24. The method of claim 22,wherein receiving data indicating the time of presence of the electronicdevice in the travel lane of the roadway or highway comprising thetarget geographical zone comprises receiving data indicating a time ofconnecting the electronic devices with a device associated with thetarget location.
 25. The method of claim 22, wherein the electroniccontent relates to an advertiser or content provider affiliated with thetarget location.
 26. The method of claim 22, wherein one or both of theinner boundary and the outer boundary is defined by a radius around thetarget location.
 27. The method of claim 22, wherein one or both of theinner boundary and the outer boundary is defined by a driving time ordriving distance to the target location from each of a plurality ofpoints along the respective inner or outer boundary.
 28. The method ofclaim 22, further comprising calculating the estimated travel time fromthe location of the electronic device at the time of transmission of theelectronic content to the target geographical zone based on trafficdata.
 29. A system for managing an electronic distribution of electroniccontent to electronic device users, the system comprising: a datastorage device storing instructions; and a processor configured toexecute the instructions to perform a method comprising: determining atarget geographical zone for distribution of electronic content, thetarget geographical zone corresponding to a travel lane of a roadway orhighway within a geographical zone extending between an inner boundaryextending around a target location and an outer boundary extendingaround a target location; determining a time difference between a timeof transmission of the electronic content to the electronic device and atime of presence of the electronic device in the target geographicalzone; and determining that a conversion occurred when the timedifference is less than an estimated travel time from a location of theelectronic device at the time of transmission of the electronic contentto the target geographical zone.
 30. The system of claim 29, wherein thetarget geographical zone is associated with the target location.
 31. Thesystem of claim 30, wherein receiving data indicating the time ofpresence of the electronic device in the travel lane of the roadway orhighway comprising the target geographical zone comprises receiving dataindicating a time of presence of the electronic device within a geofencedefining the target geographical zone.
 32. The system of claim 30,wherein receiving data indicating the time of presence of the electronicdevice in the travel lane of the roadway or highway comprising thetarget geographical zone comprises receiving data indicating a time ofconnecting the electronic devices with a device associated with thetarget location.
 33. The system of claim 30, wherein the electroniccontent relates to an advertiser or content provider affiliated with thetarget location.
 34. The system of claim 30, wherein one or both of theinner boundary and the outer boundary is defined by a radius around thetarget location.
 35. The system of claim 30, wherein one or both of theinner boundary and the outer boundary is defined by a driving time ordriving distance to the target location from each of a plurality ofpoints along the respective inner or outer boundary.
 36. The system ofclaim 30, wherein the method further comprising calculating estimatedtravel time from the location of the electronic device at the time oftransmission of the electronic content to the target geographical zonebased on one or more of date, time, and traffic data.
 37. Anon-transitory computer-readable medium storing instructions, theninstructions, when executed by a computer system cause the computersystem to perform a method, the method comprising: determining a targetgeographical zone for distribution of electronic content, the targetgeographical zone corresponding to a travel lane of a roadway or highwaywithin a geographical zone extending between an inner boundary extendingaround a target location and an outer boundary extending around a targetlocation; determining a time difference between a time of transmissionof the electronic content to an electronic device and a time of presenceof the electronic device in the target geographical zone; anddetermining that a conversion occurred when the time difference is lessthan an estimated travel time from a location of the electronic deviceat the time of transmission of the electronic content to the targetgeographical zone.
 38. The non-transitory computer-readable medium ofclaim 37, wherein the target geographical zone is associated with thetarget location.
 39. The non-transitory computer-readable medium ofclaim 38, wherein receiving data indicating the time of presence of theelectronic device in the travel lane of the roadway or highwaycomprising the target geographical zone comprises receiving dataindicating a time of presence of the electronic device within a geofencedefining the target geographical zone.
 40. The non-transitorycomputer-readable medium of claim 38, wherein receiving data indicatingthe time of presence of the electronic device in the travel lane of theroadway or highway comprising the target geographical zone comprisesreceiving data indicating a time of connecting the electronic deviceswith a device associated with the target location.